System and method for supporting a bidding procedure in an electronic network

ABSTRACT

A system for implementing an information distribution network includes an information service that is configured to provide information distribution services through the information distribution network. User devices are utilized by device users to communicate with the information service for receiving the information distribution services. Transport structures are implemented for communicating with various network entities in the information distribution network. The transport structures collect appropriate metadata for providing selected information from the information service to targeted ones of the device users. A bid marketplace is provided for advertisers to utilize for participating in a bidding procedure for obtaining acquisition rights to the metadata.

BACKGROUND SECTION

1. Field of the Invention

This invention relates generally to techniques for distributingelectronic information, and relates more particularly to a system andmethod for supporting a bidding procedure in an electronic network.

2. Description of the Background Art

Implementing effective methods for distributing electronic informationis a significant consideration for designers and manufacturers ofcontemporary electronic systems. However, effectively distributingelectronic information utilized by electronic devices may createsubstantial challenges for system designers. For example, enhanceddemands for increased system functionality and performance may requiremore system processing power and require additional software resources.An increase in processing or software requirements may also result in acorresponding detrimental economic impact due to increased productioncosts and operational inefficiencies.

Furthermore, enhanced system capability to perform various advanceddistribution operations may provide additional benefits to a systemuser, but may also place increased demands on the control and managementof various system components. For example, an electronic system thateffectively manages electronic advertising information may benefit froman effective implementation because of the large amount and complexityof the digital data involved.

Due to growing demands on system resources and substantially increasingdata magnitudes, it is apparent that developing new techniques fordistributing electronic information to electronic devices is a matter ofconcern for related electronic technologies. Therefore, for all theforegoing reasons, developing effective techniques for distributingelectronic information remains a significant consideration fordesigners, manufacturers, and users of contemporary electronic systems.

SUMMARY

In accordance with the present invention, a system and method forsupporting a bidding procedure in an electronic network are disclosed.In one embodiment, a distribution system automatically provides varioustypes of appropriate information for utilization by device users ofcorresponding user devices. For example, the distributed information mayinclude, but is not limited to, commercial advertising information thatis targeted towards specific device users. Unlike traditionaladvertising techniques that support a “pull” model that requiresconsumers to actively access desired advertising information, theforegoing distribution system supports a “push” model that automaticallyselects and transmits appropriate advertising information to targeteddevice users based upon corresponding metadata files that define boththe device users and the various advertisers.

In one embodiment, the distribution system may support and utilize oneor more transport structures that automatically transport various typesof relevant information to and from appropriate entities in thedistribution system. For example, the transport structures may beutilized to gather and transfer metadata regarding the various deviceusers, the user devices, the electronic network, and respectiveadvertisers from an information service. In addition, the transportstructures may also be utilized to provide links to targetedadvertisements and/or electronic content to appropriate user devices.

In certain embodiments, one or more transport structures are initiallycreated in any effective manner. For example, the transport structuresmay be embedded in user devices during manufacture, and then activatedby device users. Alternately, an appropriate entity in the distributionsystem may create or otherwise provide the initial transport structures.Next, device users may perform a registration procedure to subscribe forreceiving information from the distribution system. During theregistration procedure, the device users typically provide various typesof relevant information including, but not limited to, user metadata anddevice metadata. The transport structures are updated to include themetadata provided by the device users during the foregoing registrationprocedure.

In certain embodiments, the transport structures may be provided to atransport server in the distribution system. A metadata manager or otherappropriate entity in the distribution system may then analyze thetransport structures using any appropriate techniques to identify andaggregate the metadata contained in the transport structures. Inaccordance with certain embodiments of the present invention, a bidmarketplace is provided in the distribution system to support thebidding procedure. In particular, advertisers or other appropriateentities may utilize the bid marketplace to engage in the biddingprocedure by placing bids or offers to acquire certain acquisitionrights with respect to the transport structures and the correspondingcollected metadata.

In certain embodiments, the winners of the foregoing bidding proceduremay then advantageously access and utilize the acquired metadata to moreaccurately target advertisements and other information to specificdevice users and corresponding user devices. The winning advertiserstypically utilize the distribution network to provide relevantadvertisements to the targeted device users. In certain embodiments, thetransport structures may be utilized to provide media links to thetargeted device users for accessing the advertisement information. Thedevice users may then utilize corresponding user devices to view thereceived advertisement information.

In certain embodiments, usage metadata in the transport structures maybe updated to reflect any relevant information related to the foregoingtransmission of advertising information to the targeted device users.Finally, the usage metadata may be provided as feedback information tothe advertisers to thereby allow the advertisers to evaluate theeffectiveness and efficiency of their advertising strategies. For atleast the foregoing reasons, the present invention therefore provides animproved system and method for supporting a bidding procedure in anelectronic network.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of a distribution system, in accordance withone embodiment of the present invention;

FIG. 2A is a block diagram for one embodiment of a transport structure,in accordance with the present invention;

FIG. 2B is a block diagram for one embodiment of a media file, inaccordance with the present invention;

FIG. 3 is a block diagram for one embodiment of a user device from FIG.1, in accordance with the present invention;

FIG. 4 is a block diagram for one embodiment of the user memory fromFIG. 3, in accordance with the present invention;

FIG. 5 is a block diagram for one embodiment of the information servicefrom FIG. 1, in accordance with the present invention;

FIG. 6A is a block diagram for one embodiment of the transport serverfrom FIG. 5, in accordance with the present invention;

FIG. 6B is a block diagram for one embodiment of the server memory fromFIG. 6A, in accordance with the present invention;

FIG. 7 is a block diagram for one embodiment of the ad server from FIG.5, in accordance with the present invention;

FIG. 8A is a block diagram for one embodiment of the bid marketplacefrom FIG. 5, in accordance with the present invention;

FIG. 8B is a block diagram for one embodiment of the marketplace memoryfrom FIG. 8A, in accordance with the present invention; and

FIGS. 9A-9C are a flowchart of method steps for performing a biddingprocedure, in accordance with one embodiment of the present invention.

DETAILED DESCRIPTION

The present invention relates to an improvement in electronic datadistribution techniques. The following description is presented toenable one of ordinary skill in the art to make and use the invention,and is provided in the context of a patent application and itsrequirements. Various modifications to the disclosed embodiments will beapparent to those skilled in the art, and the generic principles hereinmay be applied to other embodiments. Therefore, the present invention isnot intended to be limited to the embodiments shown, but is to beaccorded the widest scope consistent with the principles and featuresdescribed herein.

The present invention comprises a system for implementing an informationdistribution network, and includes an information service that isconfigured to provide information distribution services through theinformation distribution network. User devices are utilized by deviceusers to communicate with the information service for receiving theinformation distribution services. Transport structures are implementedfor communicating with various network entities in the informationdistribution network. The transport structures collect appropriatemetadata for providing selected information from the information serviceto targeted ones of the device users. In accordance with the presentinvention, a bid marketplace is supported for advertisers to utilize forparticipating in a bidding procedure for obtaining acquisition rights tothe collected metadata.

Referring now to FIG. 1, a block diagram of a distribution system 110 isshown, in accordance with one embodiment of the present invention. Inthe FIG. 1 embodiment, distribution system 110 may include, but is notlimited to, one or more user devices 122, an information service 118,and a network 126. In alternate embodiments, distribution system 110 maybe implemented by utilizing components and configurations in additionto, or instead of, certain of those components and configurationsdiscussed in conjunction with the FIG. 1 embodiment.

In accordance with the present invention, distribution system 110advantageously supports a distribution procedure that automaticallyprovides various types of appropriate information for utilization bydevice users of corresponding user devices 122. For example, thedistributed information may include, but is not limited to, commercialadvertising information that is specifically targeted towardsappropriate device users of user devices 122. Unlike traditionaladvertising techniques that support a “pull” model that requiresconsumers to actively access desired advertising information, the FIG. 1distribution system 110 supports a “push” model that automaticallyselects and transmits appropriate advertising information to targeteddevice users based upon corresponding metadata that defines the deviceusers and the various advertisers.

In the FIG. 1 embodiment, distribution system 110 may be implemented andsupported by a distribution control entity that offers distributionservices to the advertisers and device users in return for financial orother compensation. The distribution control entity may be a commercialenterprise that maintains and controls key elements of distributionsystem 110 such as the information service 118.

In accordance with the present invention, distribution system 110 mayadvantageously support and utilize one or more transport structures (seeFIG. 2A) that automatically transport various types of relevantinformation to and from appropriate entities in distribution system 110.For example, the transport structures may be utilized to gather andtransfer metadata regarding the various device users, the user devices122, the network 126, and respective advertisers from informationservice 118. In addition, the transport structures may also be utilizedto transport or provide links to targeted advertisements and/orelectronic content for appropriate user devices 122.

In accordance with the present invention, information service 118 mayadvantageously provide a bid marketplace (see FIGS. 8A-8B) that supportsa bidding procedure during which advertisers or other appropriateentities may bid or otherwise make offers to acquire relevant metadatainformation from corresponding transport structures. The advertisers maythen analyze the acquired metadata information for more accuratelytargeting relevant advertising and other information to correspondingtarget device users and respective user devices 122. The presentinvention thus proves an improved system and method for supporting abidding procedure in an electronic network. Further details regardingthe implementation and utilization of transport structures in the FIG. 1distribution system 110 are discussed below in conjunction with FIGS.2A-9C.

Referring now to FIG. 2A, a block diagram for one embodiment of atransport structure 210 is shown, in accordance with the presentinvention. The FIG. 2A embodiment is presented for purposes ofillustration, and in alternate embodiments, transport structures 210 maybe implemented by utilizing components and configurations in additionto, or instead of, certain of those components and configurationsdiscussed in conjunction with the FIG. 2A embodiment.

In the FIG. 2A embodiment, each of the metadata categories/fieldsincludes information from one or more devices or entities fromrespective corresponding metadata-source types. For example, usermetadata 222 may include information regarding one or more device usersof user devices 122 (FIG. 1). In certain embodiments, user metadata 222may be selectively compiled from one or more appropriate user profiles430 (see FIG. 4). Similarly, device metadata 226 may include informationregarding one or more user devices 122. In certain embodiments, devicemetadata 226 may be selectively compiled from one or more appropriatedevice profiles 434 (see FIG. 4). In the FIG. 2A embodiment, networkmetadata 230 may include information regarding various attributes orentities of electronic network 126 (FIG. 1).

In the FIG. 2A embodiment, advertiser metadata 234 may includeinformation regarding one or more advertisers that are associated withdistribution system 110. In certain embodiments, the advertisers may beassociated with ad sources 540 (FIG. 5). Similarly, content renderermetadata 238 may include information regarding one or more contentrenderers that are associated with distribution system 110. In certainembodiments, the content renderers may be associated with contentsources 542 (FIG. 5). In the FIG. 2A embodiment, miscellaneousinformation 242 may include any additional data or other appropriateinformation. Media link 246 may include appropriate information toindicate a location or a connection means for accessing one or moremedia files, as discussed below in conjunction with FIG. 2B. Usagemetadata 248 in the transport structures 210 may be updated to reflectany relevant information related to the transmission of advertisinginformation to the user devices 122 of the targeted device users.

Various entities in distribution system 110 may utilize the informationin transport structure 210 in any appropriate manner. For example, an adtargeting procedure may be performed by matching compatible elements ofuser metadata 222, device metadata 226, and advertiser metadata 234 tothereby identify appropriate types of relevant advertising informationfor automatic transmission to targeted device users.

Transport structures 210 may be originated in any effective manner fromany appropriate source. For example, transport structures 210 may beembedded in user devices 122 (FIG. 1), and activated by device users ifdesired. Alternately, various entities in network 126 or informationservice 118 may create or activate transport structures 210. Forexample, a transport server (see FIG. 6A) may manage the origination andoperation of transport structures 210. Further details regarding theimplementation and utilization of the FIG. 2A transport structure 210are discussed below in conjunction with FIGS. 2B-9C.

Referring now to FIG. 2B, a block diagram for one embodiment of a mediafile 250 is shown, in accordance with the present invention. The FIG. 2Bembodiment is presented for purposes of illustration, and in alternateembodiments, media file 250 may be implemented by utilizing componentsand configurations in addition to, or instead of, certain of thosecomponents and configurations discussed in conjunction with the FIG. 2Bembodiment. For example, the FIG. 2B media file 250 is shown as aseparate entity that is accessible by utilizing the media link 246 ofFIG. 2A. However, in alternate embodiments, media file 250 may beimplemented as an integral part of transport structure 210 of FIG. 2A.

In the FIG. 2B embodiment, advertisements (ads) 254 may include anyappropriate type of targeted advertising information that has beenselected for transmission to appropriate ones of the user devices 122(FIG. 1). Similarly, content items 258 may include any appropriate typeof electronic content information that has been selected fortransmission to appropriate ones of the user devices 122. For example,content 258 may include, but is not limited to, video data, audio data,graphics, text, movies, music recordings, and computer programs. Furtherinformation for providing appropriate media files 250 to targeted deviceusers is further discussed below in conjunction with FIGS. 3-9C.

Referring now to FIG. 3, a block diagram for one embodiment of a FIG. 1user device 122 is shown, in accordance with the present invention. Inthe FIG. 3 embodiment, user device 122 includes, but is not limited to,a central processing unit (CPU) 314, a memory 318, a display 338, andone or more input/output interface(s) (I/O interface(s)) 340. The FIG. 3embodiment is presented for purposes of illustration, and in alternateembodiments, a user device 122 may be implemented using components andconfigurations in addition to, or instead of, certain of thosecomponents and configurations discussed in conjunction with the FIG. 3embodiment. In addition, user device 122 may be implemented as any typeof portable or non-portable electronic device, including, but notlimited to, a desktop computer, a personal digital assistant, a cellulartelephone, a settop box, or a laptop computer.

In the FIG. 3 embodiment, CPU 314 may be implemented to include anyappropriate and compatible microprocessor device that preferablyexecutes software instructions to thereby control and manage theoperation of user device 122. The FIG. 3 display 338 may include anyeffective type of display technology including a cathode-ray-tubemonitor or a liquid-crystal display device with an appropriate screenfor displaying various information to a device user. In the FIG. 3embodiment, I/O interface(s) 340 may include one or more input and/oroutput interfaces to receive and/or transmit any required types ofinformation by user device 122. In the FIG. 3 embodiment, memory 318 maybe implemented to include any combination of desired storage devices,including, but not limited to, read-only memory (ROM), random-accessmemory (RAM), and various types of non-volatile memory, such as floppydisks, memory sticks, compact disks, or hard disks. Additional detailsfor the utilization of user device 122 are further discussed below inconjunction with FIGS. 4-9C.

Referring now to FIG. 4, a block diagram for one embodiment of the FIG.3 user memory 318 is shown, in accordance with the present invention. Inalternate embodiments, user memories 318 may be implemented by utilizingcomponents and configurations in addition to, or instead of, certain ofthose components and configurations discussed in conjunction with theFIG. 4 embodiment.

In the FIG. 4 embodiment, device application 422 may include programinstructions that are preferably executed by CPU 314 to perform variousfunctions and operations for user device 122. The particular nature andfunctionality of device application 422 typically varies depending uponfactors such as the specific type and particular functionality of thecorresponding user device 122. In the FIG. 4 embodiment, user device 122utilizes data module 426 to manage a user profile 430 and a deviceprofile 434 that collectively describe any desired attributes orcharacteristics related to user device 122 or a device user of userdevice 122. For example, user profile 430 may include, but is notlimited to, information regarding a device user's name, gender, age,religion, hobbies, interests, occupation, marital status, residence,income, Internet browsing history, geographic location, and credit-cardtransaction records. Similarly, device profile 434 may include, but isnot limited to, a device type, a device manufacturer, supported devicefunctionalities, a device location, and a device configuration.

In the FIG. 4 embodiment, docking port 438 may include any appropriatetype of interface means to facilitate bi-directional communicationsbetween one or more transport structures 210 (FIG. 2) and a user device122. In the FIG. 4 embodiment, advertisements (ads) 442 may includetargeted advertising information that has been received via distributionsystem 110 (FIG. 1) specifically for a device user of user device 122.Similarly, content 446 may include targeted electronic contentinformation that has been received via distribution system 110 (FIG. 1)specifically for a device user of user device 122.

In the FIG. 4 embodiment, a user device 122 may utilize communicationmodule 450 to perform bi-directional electronic communication procedureswith any appropriate remote entity. In the FIG. 4 embodiment,miscellaneous information 454 may include any appropriate additionalinformation or data for utilization by user device 122. For example, incertain embodiments, miscellaneous information 454 may include varioustypes of metadata relating to other entities in distribution system 110that was downloaded from one or more transport structures 210. Furtherdetails regarding the implementation and utilization of the FIG. 4 usermemory 318 are discussed below in conjunction with FIGS. 5-9C.

Referring now to FIG. 5, a block diagram for one embodiment of the FIG.1 information service 118 is shown, in accordance with the presentinvention. In the FIG. 5 embodiment, information service 118 includes,but is not limited to, a controller 514, a transport server 518, an adserver 538, one or more ad sources 540, one or more content sources 542,and a bid marketplace 546. The FIG. 5 embodiment is presented forpurposes of illustration, and in alternate embodiments, informationservice 118 may be implemented using components and configurations inaddition to, or instead of, certain of those components andconfigurations discussed in conjunction with the FIG. 5 embodiment.

In the FIG. 5 embodiment, controller 514 may be implemented to includeany effective control means for coordinating and monitoring operatingfunctionalities of information service 118. For example, in certainembodiments, controller 514 may be implemented as a computer device witha corresponding control application program that manages the operationof information service 118. Alternately, controller 514 may beimplemented as a central processing unit that includes any appropriateand compatible microprocessor device for executing software instructionsto thereby control and manage the operation of information service 118.

In the FIG. 5 embodiment, transport server 518 may include any effectivemeans for communicating with and controlling one or more transportstructures 210 (FIG. 2), in accordance with the present invention.Additional details regarding the implementation and utilization oftransport server 518 are further discussed below in conjunction withFIGS. 6A-6B. In the FIG. 5 embodiment, ad source(s) 540 may include oneor more appropriate entities for providing advertisement information fordissemination through distribution system 110 (FIG. 1). For example, adsources 540 may include various commercial enterprises, specificadvertisers, or advertising developers.

In the FIG. 5 embodiment, content source(s) 542 may include one or moreappropriate entities for providing electronic content for disseminationthrough distribution system 110. For example, content sources 542 mayinclude various commercial enterprises, specific advertisers, or contentproducers. In the FIG. 5 embodiment, ad server 538 may include anyeffective means for identifying and aggregating appropriate advertisinginformation and/or electronic content for providing to targeted deviceusers of user devices 122 (FIG. 1) by utilizing metadata from one ormore transport structures 210 (FIG. 2). One embodiment of ad server 538is further discussed below in conjunction with FIG. 7.

In the FIG. 5 embodiment, bid marketplace 546 may include any effectivemeans for supporting a bidding procedure that allows advertisers orother appropriate entities to bid or otherwise make offers to acquirerelevant metadata information from corresponding transport structures210 (FIG. 2A). The advertisers may then analyze the acquired metadatainformation for more accurately targeting relevant advertising and otherinformation to corresponding target device users and respective userdevices 122. One embodiment of ad bid marketplace 546 is furtherdiscussed below in conjunction with FIGS. 8A-8B. Additional details forthe implementation and utilization of information service 118 arefurther discussed below in conjunction with FIGS. 6A-9C.

Referring now to FIG. 6A, a block diagram for one embodiment of thetransport server 518 of FIG. 5 is shown, in accordance with the presentinvention. In the FIG. 6A embodiment, transport server 518 includes, butis not limited to, a central processing unit (CPU) 614, a memory 618, adisplay 638, and one or more input/output interface(s) (I/Ointerface(s)) 640. The FIG. 6A embodiment is presented for purposes ofillustration, and in alternate embodiments, transport servers 518 may beimplemented using components and configurations in addition to, orinstead of, certain of those components and configurations discussed inconjunction with the FIG. 6A embodiment.

In the FIG. 6A embodiment, CPU 614 may be implemented to include anyappropriate and compatible microprocessor device that preferablyexecutes software instructions to thereby control and manage theoperation of transport server 518. The FIG. 6A display 638 may includeany effective type of display technology including a cathode-ray-tubemonitor or a liquid-crystal display device with an appropriate screenfor displaying various information to a device user. In the FIG. 6Aembodiment, I/O interface(s) 640 may include one or more input and/oroutput interfaces to receive and/or transmit any required types ofinformation by user device 122. In the FIG. 6A embodiment, transportserver memory 618 may be implemented to include any combination ofdesired storage devices, including, but not limited to, read-only memory(ROM), random-access memory (RAM), and various types of non-volatilememory, such as floppy disks, memory sticks, compact disks, or harddisks.

Referring now to FIG. 6B, a block diagram for one embodiment of the FIG.6A transport server memory 618 is shown, in accordance with the presentinvention. In alternate embodiments, transport server memories 618 maybe implemented by utilizing components and configurations in additionto, or instead of, certain of those components and configurationsdiscussed in conjunction with the FIG. 6B embodiment.

In the FIG. 6B embodiment, transport server memory 618 may include, butis not limited to, a number of software programs and data that aredisclosed below. For example, transport server memory 618 may include aserver application 644 of program instructions that are preferablyexecuted by CPU 614 to perform various functions and operations fortransport server 518. The particular nature and functionality of serverapplication typically varies depending upon factors such as the specifictype and particular functionality of the corresponding transport server518.

The transport server 518 may utilize a TS manager 648 to manage andcoordinate various functions for one or more transport structures 210(FIG. 2A), in accordance with the present invention. In certainembodiments, the TS manager 648 may include a registration module forcoordinating registration procedures to register device users of userdevices 122 for participating in various authorized distributionservices from distribution system 110 (FIG. 1). A TS database 652 mayinclude any appropriate information regarding the transport structures210 that provide distribution services to various entities indistribution system 110.

In certain embodiments, the TS manager 648 may continually updaterespective transport structure information in the TS database 652 toreflect the current status of transport structures 210 in distributionsystem 110. The transport server 518 may utilize a communication module656 to perform bi-directional electronic communication procedures withany appropriate remote entity. For example, the communication module 656may be utilized to remotely communicate with transport structures 210 indistribution system 110. Usage metadata 248 may include any relevantinformation related to the transmission of advertising information tothe user devices 122 of the targeted device users.

In the FIG. 6B embodiment, a metadata manager 664 or other appropriateentity may perform a metadata analysis/aggregation procedure uponmetadata from transport structures 210 by utilizing any effectivetechniques. In certain embodiments, the metadata analysis/aggregationprocedure identifies various types and categories of aggregated metadata668 for presentation to advertisers during a bidding procedure. Incertain embodiments, metadata manager 664 may analyze the metadatagathered from user devices 122 and corresponding device users in lightof certain predefined criteria to identify specific targetingcharacteristics and parameters in aggregated metadata 668. For example,targeting characteristics may include, but are not limited to, selectedcharacteristics from user metadata 222, device metadata 226, networkmetadata 230, and advertiser metadata 234 (see FIG. 2A). In the FIG. 6Bembodiment, miscellaneous information 672 may include any desired typeof information or data for utilization by transport server 518. Theutilization of transport server 518 is further discussed below inconjunction with FIGS. 9A-9C.

Referring now to FIG. 7, a block diagram for one embodiment of the adserver 538 of FIG. 5 is shown, in accordance with the present invention.In the FIG. 7 embodiment, ad server 538 includes, but is not limited to,a central processing unit (CPU) 714, a memory 718, a display 738, andone or more input/output interface(s) (I/O interface(s)) 740. The FIG. 7embodiment is presented for purposes of illustration, and in alternateembodiments, ad server 538 may be implemented using components andconfigurations in addition to, or instead of, certain of thosecomponents and configurations discussed in conjunction with the FIG. 7embodiment.

In the FIG. 7 embodiment, CPU 714 may be implemented to include anyappropriate and compatible microprocessor device that preferablyexecutes software instructions to thereby control and manage theoperation of ad server 538. The FIG. 7 display 738 may include anyeffective type of display technology including a cathode-ray-tubemonitor or a liquid-crystal display device with an appropriate screenfor displaying various information to a device user. In the FIG. 7embodiment, I/O interface(s) 740 may include one or more input and/oroutput interfaces to receive and/or transmit any required types ofinformation by ad server 538.

In the FIG. 7 embodiment, memory 718 may be implemented to include anycombination of desired storage devices, including, but not limited to,read-only memory (ROM), random-access memory (RAM), and various types ofnon-volatile memory, such as floppy disks, memory sticks, compact disks,or hard disks. In the FIG. 7 embodiment, memory 718 includes, but is notlimited to, a server application 722, a docking port 726, ads 730, andcontent 734.

In the FIG. 7 embodiment, server application 722 may include programinstructions that are preferably executed by CPU 714 to perform variousfunctions and operations for ad server 538. The particular nature andfunctionality of server application 722 typically varies depending uponfactors such as the specific type and particular functionality of thecorresponding ad server 538. In certain embodiments, server application722 may analyze metadata from transport structures 210 (FIG. 2A) tomatch appropriate media files 250 (FIG. 2B) with targeted device usersof user devices 122 (FIG. 3).

In the FIG. 7 embodiment, docking port 726 may include any effectiveinterface means for ad server 538 to bi-directionally communicate withone or more transport structures 210 (FIG. 2) to transfer ads 730 and/orcontent 734. In the FIG. 7 embodiment, ads 730 include advertisinginformation that is provided to ad server 538 from any appropriateentities, such as ad sources 540 (FIG. 5). Similarly, in the FIG. 7embodiment, content 734 includes electronic content that is provided toad server 538 from any appropriate entities, such as content sources 542(FIG. 5).

Referring now to FIG. 8A, a block diagram for one embodiment of the bidmarketplace 546 of FIG. 5 is shown, in accordance with the presentinvention. In the FIG. 8A embodiment, bid marketplace 546 includes, butis not limited to, a central processing unit (CPU) 814, a marketplacememory 818, a display 838, and one or more input/output interface(s)(I/O interface(s)) 840. The FIG. 8A embodiment is presented for purposesof illustration, and in alternate embodiments, bid marketplace 546 maybe implemented using components and configurations in addition to, orinstead of, certain of those components and configurations discussed inconjunction with the FIG. 8A embodiment.

In the FIG. 8A embodiment, CPU 814 may be implemented to include anyappropriate and compatible microprocessor device that preferablyexecutes software instructions to thereby control and manage theoperation of bid marketplace 546. The FIG. 8A display 838 may includeany effective type of display technology including a cathode-ray-tubemonitor or a liquid-crystal display device with an appropriate screenfor displaying various information to a device user. In the FIG. 8Aembodiment, I/O interface(s) 840 may include one or more input and/oroutput interfaces to receive and/or transmit any required types ofinformation by bid marketplace 546. In the FIG. 8A embodiment,marketplace memory 818 may be implemented to include any combination ofdesired storage devices, including, but not limited to, read-only memory(ROM), random-access memory (RAM), and various types of non-volatilememory, such as floppy disks, memory sticks, compact disks, or harddisks.

Referring now to FIG. 8B, a block diagram for one embodiment of the FIG.8A marketplace memory 818 is shown, in accordance with the presentinvention. In alternate embodiments, marketplace memories 818 may beimplemented by utilizing components and configurations in addition to,or instead of, certain of those components and configurations discussedin conjunction with the FIG. 8B embodiment.

In the FIG. 8B embodiment, marketplace memory 818 may include, but isnot limited to, a number of software programs and data that aredisclosed below. For example, marketplace memory 818 may include amarketplace application 844 of program instructions that are preferablyexecuted by CPU 814 to perform various functions and operations for bidmarketplace 546. The particular nature and functionality of marketplaceapplication 844 typically varies depending upon factors such as thespecific type and particular functionality of the corresponding bidmarketplace 546.

In the FIG. 8B embodiment, a bid manager 848 may coordinate a biddingprocedure during which advertisers or other appropriate entities may bidor otherwise make offers to acquire relevant aggregated metadata 668(FIG. 6B) that is collected from corresponding transport structures 210and stored in a metadata database 860. In certain alternate embodiments,advertisers may bid to acquire the actual transport structures 210. Inthe FIG. 8B embodiment, the advertiser bids or offers may be locallystored as bid information 852.

In the FIG. 8B embodiment, bid manager 848 may analyze bid information852 in light of specific predefined bidding rules 864 to determine oneor more bidding winners. In the FIG. 8B embodiment, the results of thebidding procedure may be stored as bid results 868. The bidding winnersmay then be notified and allowed to access the aggregated metadata 668(FIG. 6B) or transport structures 210 (FIG. 2A) in metadata database860. In certain embodiments, the bid marketplace 546 may utilize acommunication module 856 to perform bi-directional electroniccommunication procedures with any appropriate remote entity. In the FIG.6B embodiment, miscellaneous information 872 may include any desiredtype of information or data for utilization by bid marketplace 546.

Because the transport structures 210 (FIG. 2A) are implemented asdynamic structures that contain user and device information, as well ascustomizable data fields for new applications, then a new business modelcan be supported where one entity places and grows the transportstructures 210 for the intended business to sell the transportstructures 210 (or their collected metadata) to an existing or emergingadvertising network. This advertising network would derive value frombeing able to define, in a more precise manner, the user, devices andbusiness rules to serve media and advertising to consumers.

In certain embodiments, a business entity may be established to place“dynamic” transport structures 210 onto consumer platforms, and thenprovide a bid marketplace 546 to bid on metadata from the transportstructures 210 based upon a level of targeting available, because of thespecific types of metadata offered. These transport structures 210 couldbe placed onto electronic devices prior to purchase. These transportstructures 210 also could be placed on networks and then served at themoment of authentication of a new device. The transport structures 210could be placed on the network concurrent with the original purchasetransaction of a device or service that is related to the device.

The narrower the desired targeting of advertisements, the more valuablethe metadata in the transport structure 210 becomes to advertisers.Groups of transport structures 210 or their stored metadata may beaggregated with access to the metadata of those transport structures 210being then offered to advertisers during the bidding procedure. Forexample, one aggregation might include metadata representing 40-year-oldmales in zipcode 92011, or 40-yr-old males that use IPTV and also watchMTV. Another example might be Facebook users in zipcode 92011, butrestricted to media that is played on IPTV platforms. These transportstructures 210 may also track user purchasing behavior. Variations onthe foregoing business model may include rental/buy/license uses, aswell as rights to alter or move. The implementation and utilization ofbid manager 848 of bid marketplace 546 is further discussed below inconjunction with FIGS. 9A-9C.

Referring now to FIGS. 9A-9C, a flowchart of method steps for performinga bidding procedure is shown, in accordance with one embodiment of thepresent invention. The FIG. 9 flowchart is presented for purposes ofillustration, and in alternate embodiments, the present invention mayutilize steps and sequences other than those steps and sequencesdiscussed in conjunction with the FIG. 9 embodiment.

In step 914 of FIG. 9A, one or more transport structures 210 (FIG. 2A)are initially created in any effective manner. For example, transportstructures 210 may be embedded in user devices 122 during manufacture,and then activated by device users. Alternately, an appropriate entityin a distribution system 110 may create or otherwise provide the initialtransport structures 210. In step 918, one or more device users performa registration procedure to receive information from the distributionsystem 110.

In step 920, during the registration procedure, the device userstypically provide relevant information including, but not limited to,user metadata 222 and device metadata 226. In step 924, the transportstructures 210 are populated to include the metadata provided by thedevice users during the foregoing registration procedure. In step 928,the transport structures 210 may then be provided to a transport server518 through distribution system 110. The FIG. 9A process then advancesto step 932 of FIG. 9B through connecting letter “A.”

In step 932, a metadata manager 664 or other appropriate entity indistribution system 110 analyzes the transport structures 210 using anyappropriate techniques to identify and aggregate the metadata containedin the transport structures 210. In step 936, a bid marketplace 546 isprovided in distribution system 110 to support the bidding procedure. Instep 940, advertisers or other appropriate entities may then engage inthe bidding procedure by placing bids or offers to acquire certainacquisition rights with respect to the transport structures 210 and thecorresponding collected metadata. In step 944, winners of the foregoingbidding procedure may access and utilize the acquired metadata to moreaccurately target advertisements and other information to specificdevice users and corresponding user devices 122. The FIG. 9B processthen advances to step 948 of FIG. 9C through connecting letter “B.”

In step 948, the winning advertisers utilize distribution network 110 toserve relevant advertisements to targeted device users that wereidentified in foregoing step 948. In certain embodiments, transportstructures 210 may be utilized to provide media links to the targeteddevice users for accessing the advertisement information. In step 952,device users may utilize corresponding user devices 122 to view thetargeted advertisement information. In step 956, usage metadata 248 inthe transport structures 210 may be updated to reflect any relevantinformation related to the foregoing transmission of advertisinginformation to the user devices 122 of the targeted device users.

Finally, in step 960, the usage metadata 248 may be provided as feedbackinformation to the advertisers to thereby allow the advertisers toevaluate the effectiveness and efficiency of their advertisingstrategies. The FIG. 9 process may then terminate. For at least theforegoing reasons, the present invention therefore provides an improvedsystem and method for supporting a bidding procedure in an electronicnetwork.

The invention has been explained above with reference to certainembodiments. Other embodiments will be apparent to those skilled in theart in light of this disclosure. For example, the present invention mayreadily be implemented using certain configurations and techniques otherthan those described in the specific embodiments above. Additionally,the present invention may effectively be used in conjunction withsystems other than those described above. Therefore, these and othervariations upon the discussed embodiments are intended to be covered bythe present invention, which is limited only by the appended claims.

1. A system for implementing an information distribution network,comprising: an information service that is configured to provideinformation distribution services through said information distributionnetwork; user devices that device users utilize to communicate with saidinformation service for receiving said information distributionservices; a transport structure that communicates with network entitiesin said information distribution network, said transport structurecollecting metadata for providing selected information from saidinformation service to targeted ones of said device users; and a bidmarketplace that advertisers utilize to participate in a biddingprocedure for obtaining acquisition rights to said metadata.
 2. Thesystem of claim 1 wherein said bid marketplace is implemented as acomputer device in said information distribution network.
 3. The systemof claim 2 wherein said bidding procedure is coordinated by a bidmanager according predefined bidding rules.
 4. The system of claim 1further comprising a transport server that manages said transportstructure.
 5. The system of claim 4 wherein a metadata manager of saidtransport server performs an aggregation procedure upon said metadata tocreate aggregated metadata for said bidding procedure.
 6. The system ofclaim 5 wherein said aggregation procedure identifies categories of saidaggregated metadata for presentation to said advertisers during saidbidding procedure, said categories being defined by predefined criteriato identify specific targeting characteristics from said aggregatedmetadata.
 7. The system of claim 6 wherein said aggregated metadataincreases in value to said advertisers as said categories become morespecifically targeted.
 8. The system of claim 1 wherein said metadataincludes user metadata regarding said device users, device metadataregarding said user devices, and advertiser metadata regarding saidadvertisers associated with said selected information.
 9. The system ofclaim 1 wherein said transport structure includes a media link to amedia file that contains said selected information.
 10. The system ofclaim 9 wherein said selected information in said media file includesadvertising information and electronic content.
 11. The system of claim1 wherein said transport structure includes usage metadata that isupdated with transfer information corresponding to each transfer of saidselected information to said user devices.
 12. The system of claim 1wherein said transport structure moves through said informationdistribution network to collect said metadata, said transport structurealso providing media links for said selected information to saidtargeted ones of said device users.
 13. The system of claim 12 whereinsaid user metadata includes a personal name, gender, age, religion,hobbies, interests, occupation, marital status, residence, income,Internet browsing history, and credit-card transaction records of saiddevice users.
 14. The system of claim 1 wherein said advertisers utilizea push technique to automatically select and transmit only said selectedinformation that is relevant to said device users in light of specificcharacteristics provided in said metadata.
 15. The system of claim 8wherein said selected information is targeted to said device users bymatching aspects of said selected information and said advertisermetadata to specific characteristics from said user metadata and saiddevice metadata.
 16. The system of claim 1 wherein said informationservice is implemented and supported by a distribution control entitythat offers access to said bid marketplace to said advertisers in returnfor financial or other compensation, said distribution control entitybeing a commercial enterprise that maintains and controls key elementsof said information service.
 17. A user device comprising: a data modulethat manages metadata that is related to said user device and to adevice user of said user device; a transport structure that providessaid metadata to an information service; and a communication module thattransmits said transport structure to said information service, saidmetadata being utilized by said information service to support a biddingprocedure by which advertisers obtain acquisition rights to saidmetadata for sending one or more targeted advertisements to said deviceuser.
 18. The user device of claim 17 wherein bidding procedure ismanaged by a bid marketplace that is implemented as a computer device insaid information distribution network.
 19. The user device of claim 17wherein said bidding procedure is coordinated by a bid manager accordingpredefined bidding rules.
 20. The user device of claim 17 wherein atransport server manages said transport structure.
 21. The user deviceof claim 20 wherein a metadata manager of said transport server performsan aggregation procedure upon said metadata to create aggregatedmetadata for said bidding procedure.
 22. The user device of claim 21wherein said aggregation procedure identifies categories of saidaggregated metadata for presentation to said advertisers during saidbidding procedure, said categories being defined by predefined criteriato identify specific targeting characteristics from said aggregatedmetadata.